Getting Buy-In for Content Marketing investments — Mark Raffan // Content Callout

Mark Raffan, CEO of Content Callout, talks about the impact of content marketing programs. Producing content with no explicit purpose is a waste of time for companies. Afterall, marketing objectives should always align with business objectives. Today, Mark discusses getting internal approval for content marketing investments.
About the speaker

Mark Raffan

Content Callout

 - Content Callout

Mark is CEO at Content Callout

Show Notes

  • 01:54
    Finding companies to invest in content marketing
    First, determine the companies that are mature in terms of marketing. Narrow your search down to those with the budget to afford it, and identify the internal stakeholders to reach out to.
  • 04:47
    Getting internal approval for content marketing investments
    Leadership primarily cares about strategies that drive brand and business results. For internal approval, arguments should appeal to logic and emotion, and be backed by credibility.
  • 08:54
    Evaluating the ROI of content
    Think about the kind of content youre producing and where it meets people in the sales funnel. From there, you can figure out how that content drives additional value.
  • 11:22
    Handling website conversion and retention issues
    Content ideas should be given at three months to get any results. Also, ensure you have two to three alternative content ideas just in case the first one fails.
  • 15:18
    Tips for pitching content marketing investments to leadership
    Make sure your plans are in alignment with the business growth and marketing objectives. If content marketing doesnt fit into that picture, its more worthwhile to explore other options.

Quotes

  • "Generally, B2B SaaS or B2B tech companies are significantly more mature in their thinking about marketing than many other organizations." -Mark Raffan, CEO, Content Callout

  • "When trying to get internal approval, there has to be a pain side and a pleasure side. Then, you reinforce that with logic, and the last piece is your credibility to carry that conversation internally." -Mark Raffan, CEO, Content Callout

  • "If you've been shitting the bed for the last 6 months in your job, the likelihood of you getting approval for anything is pretty low." -Mark Raffan, CEO, Content Callout

  • "If you're producing content just for the sake of content, that's a waste of time. First, think about the kind of content you want to produce. And where you want to meet people in their buying journey." -Mark Raffan, CEO, Content Callout

  • "In marketing, one month is just never going to do it. So, if you're going to make your pitch, you're going to say, we have to try it out for at least 3 months." -Mark Raffan, CEO, Content Callout

  • "Marketing is a support function to drive growth for the organization. And that support function needs to align to the business objectives." -Mark Raffan, CEO, Content Callout

About the speaker

Mark Raffan

Content Callout

 - Content Callout

Mark is CEO at Content Callout

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